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Welcome to The Drum Creative Works, in partnership with Workfront.
As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
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Brand Union: Race Against Dementia 'Brand Identity'
Agency: Brand Union
Client: Race Against Dementia
Date: July 2016
Brand Union has revealed its new brand identity for Formula 1 legend Sir Jackie Stewart’s new charitable initiative, Race Against Dementia.
Motivated by the devastating diagnosis of his wife Helen, Sir Jackie’s foundation, which launches today, is aimed at funding research towards a cure for dementia while also searching for preventative medicine. WPP’s global brand strategy and design agency, Brand Union, was appointed by Sir Jackie to develop a clear positioning; name and visual identity for the brand that would help him achieve his noble ambition.
Credits:
Strategic Consultant: Margot Hauer King
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Boys and Girls: Digicel 'Bring the Beat'
Agency: Boys and Girls
Client: Digicel
Date: July 2016
Combining the universal power of music and sport, ‘Bring the Beat’ seeks to connect people from across the Caribbean, Central America and South Pacific in a united voice of support, before this summer’s Olympics.
The World’s fastest man, Usain Bolt, fronts the digitally led campaign alongside Soca star, Machel Montano, who penned the ‘Bring the Beat’ track for Digicel.
Credits:
Creative Director: Rory Hamilton
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ITV Creative , ITV AdVentures, ITN Productions, Art & Graft: Camelot UK Lotteries 'I Am Team GB'
Agency: ITV Creative , ITV AdVentures, ITN Productions, Art & Graft
Client: Camelot UK Lotteries
Date: July 2016
Camelot, operator of The National Lottery, announced the launch of its ‘I Am Team GB’ campaign. The 40’ ad – of which there is also a 20’ edit – sees National Lottery tickets and Scratchcards unearthing themselves from a trouser pocket and fridge magnet in a home to join other tickets from across the UK, forming a flock that travels the length of the nation.
Credits:
Executive Creative Director: Tony Pipes (ITV)
Creative Director: Mike Moloney (Art&Graft), Anton Ezer (ITV)
Art Director: Stephen Middleton
Additional Credits: Head of Animation: Clement Bolla
Head of 3D: Martin Salfity
Producer: Tom Bromwich
Illustration: Coline Bigelow, Clement Bolla, Stephen Middleton, Guitty Mojabi, Jim Wheeler
Character Animation: Clement Bolla, Ricardo David, Ellie Dunpont, Sunil Kumar, Florian Mounie, Vincent Techer
Animation: Clement Bolla, Nicolas Canticus, Joe Maker, Stephen Middleton, Sam Munnings, Martin Salfity, Jim Wheeler
Print Art Worker: Stephen Everett
Music: Nothing but Love, James
Sound Design: Grand Central Studion
Executive Producer: Jemma Cassey
Campaign Producer: Jennifer Collins
Campaign Manager: Heena Jivan
Marketing Manager Natasha Reddy
Creative Director: Mike Moloney (Art&Graft), Anton Ezer (ITV)
Art Director: Stephen Middleton
Additional Credits: Head of Animation: Clement Bolla
Head of 3D: Martin Salfity
Producer: Tom Bromwich
Illustration: Coline Bigelow, Clement Bolla, Stephen Middleton, Guitty Mojabi, Jim Wheeler
Character Animation: Clement Bolla, Ricardo David, Ellie Dunpont, Sunil Kumar, Florian Mounie, Vincent Techer
Animation: Clement Bolla, Nicolas Canticus, Joe Maker, Stephen Middleton, Sam Munnings, Martin Salfity, Jim Wheeler
Print Art Worker: Stephen Everett
Music: Nothing but Love, James
Sound Design: Grand Central Studion
Executive Producer: Jemma Cassey
Campaign Producer: Jennifer Collins
Campaign Manager: Heena Jivan
Marketing Manager Natasha Reddy
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Bailey Lauerman: PandaExpress '#ShareGoodFortune'
Agency: Bailey Lauerman
Client: PandaExpress
Date: July 2016
The spot highlights #ShareGoodFortune, the company’s campaign to redefine the meaning of ‘fortune’ while practicing and inspiring thoughtful generosity.
The charming, heartwarming spot draws on the feel-good factor of family; those who inspire you, make you laugh and show you kindness, ultimately making you feel fortunate. It uses a mixture of live action footage, which then transcends into water coloured 2D illustrated animation.
Credits:
Creative Director: Christopher Watson-Wood
Additional Credits: Production Company: Mad Ruffian
Director: Mad Ruffian
Executive Creative Producer: Amanda Jones
Character/Concept Art Director: Candy Lo
Lead Animator: Hannah Lau-Walker
Compositor: Toby Williams-Ellis
Production Assistant: Rose Greenwell
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Cawley Nea/TBWA: McDonald’s Ireland 'Unbelievably Huge'
Agency: Cawley Nea/TBWA
Client: McDonald’s Ireland
Date: July 2016
Cawley Nea\TBWA has created an ‘Unbelievably Huge’ campaign for McDonald’s Ireland as, for the first time ever, the fast-food giant launches its globally successful Monopoly promotion into the Irish market with a number of large scale playing pieces.
To convey just how big a deal it is that the Monopoly promotion is finally launching in Ireland, the film and print elements of the campaign are centred on huge versions of the board game’s iconic tokens. In the TVC, our hero’s dog pales in comparison with the giant Monopoly Scottie dog, whilst the outdoor campaign also continues the ‘unbelievably huge’ theme by featuring oversized game tokens in restaurant scenes and highlights the fantastic prizes that can be won.
Credits:
Creative Director: Des Creedon
Creative: Niall Staines, Des Creedon
Additional Credits: Agency Producer: Alex Cullen
Agency Group Account Director: Laura Daley
Agency Account Manager: Siobhan McEvoy
Agency Account Executive: Lara Walsh
Production Company: Red Rage Films
Director: Lena Beug
Executive Producer: Gary Moore
Sound Design: Paul Lynch @ Mutiny
Post Production: Windmill Lane
Editor: Vinny Beirne
VFX: John Kennedy & Fred Burdy
Starring as Fenton: Lucy
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Alterline: Bone Cancer Research Trust 'Rebrand'
Agency: Alterline
Client: Bone Cancer Research Trust
Date: July 2016
The new brand is currently being rolled out across the organisation and was launched alongside the research report and new strategic direction at the charity’s recent 10th anniversary celebrations.
Credits:
Managing Director: Nick Carley
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Brave: Lovehoney 'Fuzzy Buzzy Slinky Kinky'
Agency: Brave
Client: Lovehoney
Date: July 2016
The new ad for Lovehoney, which received the Queen’s Award for Enterprise in April for boosting British exports, features bonking furry rabbits, cheeky spanking with a fly swatter and a happy, satisfied couple crashing on a bed in a post-coital glow.
The aim is to convert the millions of adults currently considering buying sex toys into Lovehoney customers by showing the added excitement sex toys can bring to a relationship along with the firm’s excellent customer service and discreet packaging.
Credits:
Creative Head: Caroline Paris
Additional Credits: Account Director: Claire Knowles
Senior Producer: Emma Smalley
Director: Mary Clerte
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TBWA\Paris: McDonald’s France 'Irresistible, even from space'
Agency: TBWA\Paris
Client: McDonald’s France
Date: July 2016
The Triple Cheeseburger comes out in all McDonald’s restaurants in France. A new product inspired from the iconic Double Cheese recipe: 3 beef patties, 3 slices of melted cheese, 3 times more fun!
To announce the launch, TBWA\Paris has created a comedy TV spot directed by Ben Gregor (Moonwalk productions).
Credits:
Executive Creative Director: Benjamin Marchal, Faustin Claverie
Art Director: Jeremy Armand
Copywriter: Nicolas Roncerel
Additional Credits: TV Producer: Benoit Duchemin
Production: Moonwalk Films
Director: Ben Gregor
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MNSTR: J&B 'J&B Rare Stories'
Agency: MNSTR
Client: J&B
Date: July 2016
French agency MNSTR and its client J&B Whisky has launched a four-episode saga which tells the ‘Rare Stories’ of J&B. Using 360-degree virtual reality technology, the agency chose to focus on J&B Whisky’s most iconic element: its label, be extending the use of its distinctive colours, red and yellow, into the graphic universe. The creative takes users through the brand’s extraordinary story, beginning with its birth in London in 1750.
Credits:
Creative Director: Louis Bonichon
Art Director: Sebastien Iglesias, Matthieu Van Eeckhout
Copywriter: Louis Bonichon
Production: OKIO
Producer: Antoine Cayrol
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Adjust Your Set: Just for Kids Law '#NoChildInCells'
Agency: Adjust Your Set
Client: Just for Kids Law
Date: July 2016
Content agency Adjust Your Set has partnered with Just for Kids Law – the charity aimed at transforming the lives of vulnerable young people by campaigning for changes in the law – to create a campaign called #NoChildInCells which highlights the number of children held in adult police cells.
The campaign’s central element is a powerful film that cleverly uses bespoke slider tech to ignite conversation and raise awareness around the fact that anyone can be arrested and held in a police cell from the age of 10. The interactive tech means viewers can slide across the film to see a mother’s side of the story as she anxiously awaits news of her daughter in a cell. Each scene is a mirror image of the other to create seamlessly intertwined visuals and thoughts that offer one narrative from two perspectives.
Credits:
Creative Director: Will Barnett
Creative Team: Matthew Markham
Additional Credits: Planner: Harvey Cossell
Agency Producer: Tom Booth
Production Company: Adjust Your Set
Director: Matthew Markham
DOP: Edward Gibbs
Motion Control Op: Justin Pentecost
Focus Puller: Rich Jones
Hair/Make Up Artist: Dyan Copeman
VFX/Grade: Jake Mobbs
Editor: Jennifer Sheridan / Scott Devonport
Sound Design: Chris Reading
Talent (Daughter): Charlie Barnett
Talent (Mother): Claire Garrigan
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Brothers and Sisters: Carphone Warehouse 'Keith Lemon upgrades to Dubai'
Agency: Brothers and Sisters
Client: Carphone Warehouse
Date: July 2016
Carphone Warehouse has unveiled its latest marketing campaign starring Keith Lemon, debuting first in cinema alongside this year’s summer blockbusters.
Travelling to Dubai where everyone always gets what they ask for, the ad shows Keith ‘rolling’ in a gold plated G-Wagon flanked by a Lamborghini and Ferrari, and sporting his latest swimming trunks on a private super yacht with some new local friends.
Credits:
Executive Creative Director: Andy Fowler
Creative Director: Will Flack
Art Director: Robi Ganguly
Copywriter: Josh Pearce
Additional Credits: Business Lead: Katie Jackson
Account Director: Laura Woodhead
Agency Producer: Tracy Macassey
Photography: Kent Matthews
Director/Production Co: Chaplin and Forbes @ Hungry Man
Producer: Jack Beardsley
Editor: Rachael Span @ Work
Post Production: Finish
Sound Design: Parv Thind @ Wave Studios
DOP: Ben Spence
Media Planning/Buying: Blue449
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Havas London: Heathrow 'First Flight'
Agency: Havas London
Client: Heathrow
Date: July 2016
Set to David Bowie’s ‘When I Live My Dream’, the ad tells the story of the magic of a journey as seen through the eyes of a 5-year-old girl with her companion, Owly. On her journey from home to through the airport and onto a flight with her treasured suitcase at her side the girl marvels at marvels at the magic around her.
The ad - Heathrow’s first ever television campaign – launched on TV on Thursday 21 July, and is supported by a combination of on and offline activity. Online, users are encouraged to share their own travel stories in return for a 70th birthday gift, whilst the site contains a range of film, podcasts and written stories from the likes of Bill Burrows and Miranda Sawyer.
Credits:
Executive Creative Director: Ben Mooge
Creative: Barnaby Packham, Daniel Bolton
Additional Credits: Group Business Director: Caroline Saunders
Senior Account Director: Julia Mahoney
Agency Producer: Kiri Carch
Assistant Producer: Femi Ladi
Production Company: Outsider
Directors: Dom and Nic
Producer: John Madsen
Director of Photograhpy: Alex Barber
Editing: Ed Cheeseman @ Final Cut
Post: The Mill
Sound: Antony Moore @ Factory
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AMV BBDO: Martime and Coastguard Agency (MCA) 'Cold Water Shock'
Agency: AMV BBDO
Client: Martime and Coastguard Agency (MCA)
Date: July 2016
AMV BBDO has created a new campaign for the Maritime and Coastguard Agency (MCA) called ‘Cold Water Shock’.
The film shows the dangers of cold water shock to young men who accidentally fall into British water after drinking. The campaign will run nationally, and on YouTube, Facebook and LadBible.
‘Cold Water Shock’ starts with a man who’s been drinking, falling into the water. It then graphically depicts the effects of cold water shock. Finally, the camera pulls out to reveal that he’s actually drowned in a pint of beer. This is because the average temperature of UK water is a cold 11 degrees, about the same as a pint of bitter.
Credits:
Creative Director: Steve Jones, Martin Lorraine
Art Director: Alan Wilson
Copywriter: Diccon Driver
Additional Credits: Agency Planner: Lilian Sor
Agency Account Man: Katie Stanley, Robyn Rieu, Georgia Totvanian
Agency Producer: Lizzie Mabbott
Production Company: Forever Pictures
Director: Charlie Robins
Production Company Producer: Sonya Sier, Sasha Nixon
Post Production Company: Electric Theatre Collective
Audio Post Production: Ben Gulvin @ 750mph
Editor: Phul Currie @ Stitch
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Antoni: Mercedes 'Amazed Again'
Agency: Antoni
Client: Mercedes
Date: July 2016
Mercedes has teamed up with Antoni, the lead European agency for the car division of Mercedes-Benz, to launch the latest model of the C-Class Family, the C-Class Cabriolet.
The film is visually intriguing, seeing the imagination of a young boy come to life in delicate beauty. As he grows up, we see him gradually lose the freedom and dreams of his formative years. Passing through adolescence into the doldrums of adult life, the vivid wonderment of his childhood is lost to the roles and responsibilities of being a grown up.
The spot reaches its climax with the hero reclining the roof of his C-Class Cabriolet, looking up and seeing the paper birds from his childhood re-worked as giants of the sky. The protagonist speeds off into the distance, imagination restored once more.
Credits:
Creative Director: Andre Kemper
Additional Credits: Production Company: Anorak Films
Director: Sebastian Strasser
DoP: Rodrigo Prieto
Executive Producer: Christoph Petzenhauser
Post Production: Time Based Arts
VFX Supervisor: Mike Skrgatic
Colourist: Simone Grattarola
Lead Flame: Sheldon Gardner
Flame: Matt Jackson
Nuke: Josh Sutcliffe, Borja Abellan, Ralph Briscoe, Fernando Ferrer, Dave Clark
3D: Chris Wood, Dan Davie, David Lo, Ben Cantor, Sam Osbourne, Fed Vanone, James Mann,
Ariel Flores
Design/animation: Jess Gorrick
Producer: Tom Johnson
Offline Editor: Paul Hardcastle @ Trim
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Grand Visual: Pets at Home 'Touch-screen DOOH'
Agency: Grand Visual
Client: Pets at Home
Date: July 2016
Pets at Home has launched an expansive nation-wide touch-screen campaign on Primesight’s digital interactive 6-sheet network. The interactive game runs across 38 cinema locations in close proximity to Pets at Home stores, inviting pet-loving cinema-goers to digitally feed animals for a chance to win vouchers.
The interactive and geo-targeted campaign was created by John Brown Media, with production and game build by Grand Visual. The fast-paced touch-screen activation awards the top ten players by entering their name on the leader board and issuing voucher codes to spend in-store, with location-specific directions to their nearest Pets at Home store.
Credits:
Chief Creative Tech Officer: Dan Dawson
Additional Credits: Production Director: David Parish
Technical Director: Keira Kaine
Digital Director: Ric Albert
Products & Services Director: Tim Last
Producer: Camila Engelbert
Technologist: Jon Jones
Media Agency: Carat
OOH Specialist Agency: Posterscope
Media Owner: Primesight
Artwork: John Brown Media
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